In recent discussions, Apple told media executives it wants to
offer a “premium” version of the service that would allow users to
skip ads and would compensate television networks for the lost
revenue, according to people briefed on the conversations. […]

It is a risky idea. Ad-skipping would disrupt the entrenched
system of television ratings — the basis for buying TV ads. In
fact, television broadcasters sued Dish Network when it introduced
similar technology last year.